SYDNEY, AUSTRALIA — Challenger ISP provider Superloop has announced the launch of its latest campaign, urging Australians to stand up to their expensive internet providers by bringing back an iconic meme from the early 2010s — planking.
Research by Leo Burnett Australia found that many Australian households are using internet plans with speeds that an average American family was using 12 years ago — a time when the famous planking meme emerged. Without a clear reference to what high-speed internet really is, Australian ISP consumers have come to accept slow and outdated internet and have unwillingly learned to live with it.
The campaign launched with a hero 30-second film, showcasing consumers planking in various precarious locations, claiming their nightmarish internet speeds and prices have left them “stuck in 2011.” The work positions Superloop as a network purpose-built for the superfast future of the internet, directed by Gustav Sundström and produced by Hooves.
Ben Colman, Chief Marketing Officer at Superloop, said, “Superloop is about delivering exceptional internet speed at outstanding value. However, Australians have been stuck paying high prices for internet speeds of yesteryear. We wanted to take this opportunity to challenge Australians to stand up to their internet providers by making the switch to Superloop — all packaged up in a cheeky and playful approach to get their attention.”
“This work is yet another demonstration of the game-changing connected platform we’ve got at Publicis Groupe Australia. Leo Burnett Australia and Zenith Australia’s partnership has been critical in building exceptional and effective solutions for us at Superloop.”
James Beswick and Rowan Foxcroft, Associate Creative Directors at Leo Burnett Australia, said, “Millions of people are still metaphorically stuck in ancient planking times. Clearly, what those people need is for Superloop to unshackle them from outdated internet and set them free.”
The campaign launches in October across key digital channels including OLV, YouTube, social, and audio, with a second phase launching in the New Year.
CREDITS:
Client: Superloop
Ben Coleman – Chief Marketing Officer
Justin Payne – Head of Marketing Growth
Nick Hack – Group Creative Director
Ellie Langer – Head of Brand & Comms
Sarah Endres – Senior Marketing Manager
Creative Agency: Leo Burnett Australia
James Walker Smith – General Manager
Andy Fergusson – Chief Creative Officer
Rowan Foxcroft – Associate Creative Director
James Beswick – Associate Creative Director
Eryn LeMesurier – Senior Strategy Director
Tyson Mahon – Group Business Director
Daniella Garabedian – Business Director
Michael Demosthenous – National Head of Production
Anastasia Nielsen – Senior Integrated Producer
Emily Coleman – Junior Producer
Media: Zenith
Ryan Varley – Head of Planning (Sydney)
Ewan Mitchell – Client Partner
Emily Robinson – Account Director
Nicola Carnevale – Account Manager
Lewis Hughes – Digital Director
Nicole Parish – Snr Digital Manager
Brendan Van Ryn – Group Investment Director
Film Production Company: Hooves
Gustav Sundström – Director
John Pace – Executive Producer
Helen Morahan – Producer
Alex Serafini – DP
Simon Morgan – Art Director
Peta Einberg – Casting
Post Production: The Editors
Bernard Garry – Editor
Richard Lambert – Online
Matt Fezz – Colorist
Sound Design & Composition: Mosaic
Adam Moses – Composer
Bill Doig – Producer
Stills Production Company: The Pool Collective
Simon Harsent – Photographer
Prodigious – Post-Production
Ben Greenfield – Retouching
